What's Happening?
Procter & Gamble (P&G) is focusing on consumer insights to drive growth in its highly penetrated product categories. At the Marketing Week’s Festival of Marketing 2025, P&G's chief brand officer for Europe, Taide Guajardo, highlighted the company's strategy of understanding consumer frustrations and coping strategies to innovate and expand its market presence. P&G, known for brands like Pampers, Always, and Gillette, is leveraging insights to address consumer dissatisfaction, such as the dislike for lengthy dishwashing processes. This led to the launch of products like Fairy Max Power washing-up liquid, which promises faster cleaning, and Fairy's Skip the Soak spray, designed to eliminate the need for pre-soaking dishes. These innovations have significantly contributed to category growth, with Fairy Max Power generating £52 million in sales and Skip the Soak achieving 9% household penetration within a year.
Why It's Important?
P&G's approach underscores the importance of consumer insights in driving product innovation and market growth, especially in saturated markets. By addressing specific consumer pain points, P&G not only enhances customer satisfaction but also strengthens its market position. This strategy is crucial for maintaining competitiveness in the fast-moving consumer goods (FMCG) sector, where consumer preferences can rapidly shift. The success of products like Fairy Max Power and Skip the Soak demonstrates the potential for significant revenue growth and market share expansion through targeted innovation. This approach benefits P&G by increasing brand loyalty and consumer trust, ultimately leading to sustained business growth.
What's Next?
P&G is likely to continue leveraging consumer insights to identify new growth opportunities across its product lines. The company may expand its research into other consumer pain points and develop additional products that address these issues. As P&G refines its strategies, competitors in the FMCG sector may also adopt similar approaches to remain competitive. The ongoing focus on consumer-driven innovation could lead to a broader industry trend, emphasizing the need for companies to stay attuned to consumer needs and preferences.
Beyond the Headlines
P&G's strategy highlights a broader shift in the FMCG industry towards consumer-centric innovation. This approach not only drives sales but also fosters a deeper connection with consumers, who feel their needs are being directly addressed. The ethical dimension of this strategy involves balancing consumer satisfaction with sustainable practices, as companies must ensure that new products are environmentally friendly and socially responsible. Long-term, this consumer-focused approach could lead to more personalized and sustainable product offerings across the industry.
